Executive Summary

Quality Care is 3rd in Health Care Industry after HealthCare One and MediCentre. The
implementation of CRS by pioneers of industry have forced Allan Moulter (CEO) to think
redesigning its system despite high Customer satisfaction. Pat (CIO) favours it whereas
Ginger, VP Marketing is against it relying on high customer ratings. The problem is to adopt
customer centric or employee centric approach. The objectives were to attain increased
customer satisfaction, Market position and efficiency with decreased employee turnover. The
option implementing partial CSR would satisfy both customers and employees hence must be
adopted.
Situational Analysis
Quality Care a number 3 in Health Care Industry after Health Care One and Medi Centre.
The adaptation of the Computerised Reception system by the pioneers of industry have
forced Quality Care to eye this advancement and redesign its system despite being high on
Customer satisfaction.
Allan Moulter the CEO of Quality Care idealized open communication and feedback to be
major contributors towards the efficiency and competitiveness of company. Jack the
persuasive and savvy Consultant presented in favour to adapt the trend. Pat, the CIO was
swayed away whereas Allan played as a devils advocate. Ginger the VP of Marketing was
unwilling considering her restricted view pertaining only to high satisfaction ratings by the
customer. Ginger and Allan were of a contradicting view and doubted each other.
Allan had to take decision concerning the implementation of Computerised Reception System
which would enhance employee satisfaction by reducing there load and escalate their
expertise to look after the patients. This on the contrary may back fire upon being unaccepted
by their customers on account of reduced personal touch. Considering the status on stake, of
not falling behind in the quest to modernize and the Cost constraints on implementation and
training which are high too the decision is needed to be made.
Hence the decision is to be made whether the Computerised Reception System, enhances
their survival in the health care industry and both the employee as well as the customers have
increased satisfaction and enlarge their stake in the industry.

Problem Statement
Adopting either an employee centric or customer centric approach deploying Computerised
Reception System (CRS).

Objectives
To acquire the Number 2 market position within next 2 years in health care industry.
To Increase the customer satisfaction level from 85% to 92% within one year.
To reduce the rate of employees turnover by 8% within one year.
To improve the efficiency of the Quality Care in providing services to its customers in
terms of money and time.

Options
Complete Implementation of Computerised Reception System( employee centric
approach)
Partial implementation of Computerised Reception System along with human
assistance.
To not implement Computerised Reception System(Customer centric approach)
Evaluation Of options
1. Complete Implementation of Computerised Reception System.
This option involves adoption of the new technology within Quality Care whereby a
completely electronic process of maintaining and processing customer database is adopted.
Pros
It will make the process less time consuming.
Increase the efficiency of customer database management.
It would help to be at par with the competitors who have already adopted the process.
Lesser load on the employees enhancing their performance.

Cons
It would result in loss of personal touch with the customers.
Chances of errors while entering information in the database would increase.
Chances of acceptance of the new technology by elderly customers is less

2. Partial implementation of Computerised Reception System along with human

assistance.

It involves adoption of Computerised Reception System along with assistance of employees at

each computer so as to maintain personal touch and improves efficiency.
Pros
It would help maintain personal touch with the customers.
It would be a less time consuming process.
It would increase the efficiency of customer database management.
It would help to be at par with the competitors who have already adopted the process.

Cons
It would lead to an increase in the cost of providing services to the customers.
It would require training of employees to be abreast with the new technology.

3. To not implement Computerised Reception System.

Unsuspecting the survey reports, it involves continuation of already existing process of

providing services.
Pros
It would help maintain personal touch with the customers.
It would not involve any substantial investment with regard to CRS.

Cons
It would lead to employees dissatisfaction with higher turnover rate.
 It would lead to a lag in term of competitive industrial scenario.

Decision
By referring to Exhibit 1, we reach on to Option 2 i.e Partial implementation of CRS along
with human assistance. According to us this is the best option to implement as it satisfies the
maximum number of objectives. Total implementation of CRS would lead to loss of personal
touch with the customers with increased chances of errors while entering information. On the
other hand implementing CRS would lead to rise in employee turnover rate and not coming at
par with competitors. Partial implementation of CRS best solves the problem. This would
lead to customers satisfaction (especially elderly customers) with the benefit of personal
touch and employees satisfaction with reduced workload. It would help attain efficiency in
providing services to the customers with regard to time and money and would place the
organisation at par with the other competitors with regard to technological advancements.

Action Plan
1) Evaluate the vendors of Computerized Reception System.
2) Install the system at Quality Care.
3) Train the employees for the Computerized Reception System to elevate the systems
performance.
4) Assist the patients in getting acquainted to the system.
5) Conduct surveys to analyse the system and work in continuous improvement.

Contingency Plan
In case of a crisis, the contingency plan that must be followed by Quality Care is Complete
implementation of Computerised Reception System. It would help increase efficiency in term
of time and money for customers. It would lead to a fall in the employees turnover rate as it
would reduce employees workload. It would also bring Quality Care at par with its competitors
in technological front.
Exhibit 1
Option\Objectives Rise to Increased Reduce rate of Efficiency in
position 2 Customer employee turn terms of time
Satisfaction over and money
Complete
Implementation
(Employee
Centric)
Partial
Implementation
No
Implementation
(Customer
Centeric)